This document provides an overview of eCommerce marketing strategies focused on driving traffic and conversions. It discusses identifying target customers, using metrics to understand traffic, and testing different traffic drivers like Google AdWords, SEO, and social media. It emphasizes the importance of holistic marketing that focuses on the full user journey from click to purchase. Key recommendations include thorough customer research, testing ads and landing pages, measuring key metrics like CPA and ROI, and constantly learning through analytics to improve strategies over time. The goal is to develop marketing that persuades users of a brand's value and expertise.

2. Inside eCommerce
Marketing:
From Click to Conversion
@micksgarage
@j_smyth
John Smyth

3. What works for MicksGarage
What we define as success

4. From Click To Conversion
• Who’s Your Customer?
• Gaining the Click – Traffic Drivers
• Marketing driven by Metrics
• Going Beyond the Click

5. Who is Your Customer?
• Users v Customers
• Starting Point
• Who
• Where
• How
• Why
• Understand Your Traffic Thoroughly
• Metrics Drive Understanding

6. Research
• Goal – Clear Definition
• Media Consumption
• Brand Exposure
• Correct Channels
• Direct Response v Brand Building
• Competition – How can you better it?
– Competition Benchmark

7. Traffic Drivers
• Google AdWords Search
• Search Engine Optimisation
• Affiliate
• Partnerships
• Email
• Social

8. Why AdWords?
• Performance Driven Marketing
• Complete Purchase Funnel
• Have Clear Goal in Mind
• Know Your Product / Service
• Research Your Audience
– How do they search?
• Competitive Analysis
• Create Ads that Stand Out!

9. ‘car parts’
‘VW car parts’
‘VW golf wiper blades’
“VW golf mark 5 wiper blades”

10. Why AdWords?
• Performance Driven Marketing
• Complete Purchase Funnel
• Know Your Product / Service
• Research Your Audience
– How do they search?
• Competitive Analysis
• Create Ads that Stand Out!

11. • Top Level KPIs
– Clicks, Impressions, CTR, Conversions, CPA
– Conversion Rate
• In Depth KPIs
– Search Impression Share %
– Quality Score – Know it inside out
– Device Split – How does mobile operate
– Top v Others
– Google Search v Search Partners
– A.B.T… Always Be Testing!
• Ads
• Keywords
• Bids
• Landing Pages
AdWords – KPI Driven Management

12. AdWords – The Must Do’s
1. In-Depth Research
2. Simple, Understandable Structure
3. Ad Relevancy – Make Users Want to Click
4. Ad, Keyword & Landing Page Connection
5. KPI Model – Don’t shoot blind
6. Link with Analytics – Beyond the Click
7. Never Stop Testing – Ever!
8. Know Your Bottom Line – ROI Rules

13. AdWords – Super-charged
• Shopping Campaigns / PLA’s
• Dynamic Search Ads
• Ad Extensions
• Display – Remarketing / Similar Audiences
• April 22nd – Google Announcement
– New Tools & Features
– Targeting Android Powered Car?!

14. SEO
• Start with Low Hanging Fruit – Your Site
• Structure – Easy to Navigate
• 4 Key Things – URL, Page Title, H1 Tag, Page Blurb
• Make it easy for Google & Your Users
• Create Page Content for the User
• Webmaster Tools – Understand it
– Geo Targeting, big wins!
• Focus on Content, not Links
– Aim to keep users
– Engage them
• Forget About Google PageRank
• Know Who Links to You
• Remember, it takes times

15. Be Aware!
• Traffic - very important, but only the start
• Can’t stop there
• ‘Beyond The Click’
– Website
– Basket
• Holistic Marketing Approach
– Traffic In….Traffic Out
• Funnel Management

16. • Not customers, they’re easy!
• Value Proposition
– Ask those who have bought
• Persuasion
– Scarcity
– Social Proof
– Reciprocity
• Persuade them you’re the best option
Users – Why do they buy?

17. How do we persuade?
• Choice, Brands & Value
• ‘Car Part Experts’
• 360° Imagery
• Video
• Blog – How To Guides
• Product / Company Reviews
• Free Delivery / 365 Day Returns

18. Measure Smartly
• Analytics
• Don’t waste time
• Goals & KPIs
• Reports you need
• Less time tracking – more time deciding
• Data Overload

19. What to Measure?
• Usual – Visits, Bounce Rate, Time on Site
• Go Deeper
– Hours of the Day
– Exit Rate – Where do they leave from?
– Basket Funnel
– Mobile v Desktop
– Site Search – is there overuse? If so, you’re pages
are poor

20. KPIs – Weekly & Monthly
• Complete Channel Measurement
• Visits
• Orders
• Revenue
• Conversion Rate
• Average Order Value
• Cost
• CPA
• Know where to focus your attention
• Have targets, work towards them
• Targets v Run Rate

21. Learn…Evolve…Grow
• Not Perfect
• Constant Learning
• Live By Your Metrics
• Focus On Your Users – Learn From Your Customers
• New Challenges - New Channels

22. Going Back to the Office
• Goals – Are they defined? Write them down
• Have You Targets? Write them down
• Do You Know Your Customers?
• Before…During…After
• What are your Metrics?
– How do you track them?
– Are you spending enough time on them?

23. Further Resources
• Websites
– Google blogs – (AdWords & Analytics)
– Marketing Land / Search Engine Land / Search Engine
Watch
– GetElastic.com
– PracticaleCommerce.com
– Occam’s Razor – Avinash Kaushik
• Twitter Accounts
– Rand Fishkin @randfish
– Danny Sullivan @dannysullivan
– Sean Si - SEO Hacker @seo_hacker
– Matt Cutts - @mattcutts

24. Questions?